This summer, McDonald’s Canada is tipping its cowboy hat to Western culture with a bold new campaign that fuses fashion, food, and local pride. Launched at the 2025 Calgary Stampede, the Cowboy Closeups campaign brings an unexpected twist to traditional Western wear—by weaving in the brand’s most iconic menu items, from the Big Mac to the classic Vanilla Cone.
Developed by Cossette Vancouver and supported by media agency OMD, the campaign takes a second-glance approach: McDonald’s favourites are subtly embedded into fringe, belt buckles, embroidery, and cowboy hat beadwork. The result? A playful yet meaningful tribute to the communities, farmers, and ranchers who supply the ingredients behind every McDonald’s meal.
“By blending our iconic menu items with iconic Western-style fashion, we’re championing our partnership with the Calgary Stampede and celebrating shared values of community, quality, and Canadian pride—all in a playful, memorable way,” said Camila Merlano, Western Marketing Lead at McDonald’s Canada.
But behind the whimsy lies a deeper message: McDonald’s commitment to Canadian agriculture. The company sources 100% of its beef, dairy, and potatoes from local producers, creating jobs and stability across rural communities. For McDonald’s, supporting local isn’t a trend—it’s part of its DNA.
The campaign features out-of-home (OOH) executions across Calgary from July 4 to July 13, with visuals that reward a second look. On-site, visitors to the Stampede can enjoy soft serve from a McFlurry trailer serving ice cream made with 100% Canadian dairy, snap photos at an interactive wall, and grab exclusive swag, like cowboy boot pins and Western-themed T-shirts.
“From the beginning, our vision was to blend these two visual worlds—Western fashion and McDonald’s menu items—in a way that felt authentic and artful,” said Shona Massey, Senior Art Director at Cossette. “We wanted it to feel like part of Stampede culture, not just another ad.”
In Cowboy Closeups, McDonald’s doesn’t just sponsor a Canadian tradition—it becomes part of it. The campaign is a flavorful homage to Western heritage and a reminder that even the smallest details can carry big meaning when they’re rooted in local pride and stitched with care.
